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MARKET SURVEY2015 EDITION
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Bilbao │ Rioja ● Bordeaux ● Cape Town │ Cape Winelands ● Mainz │ RheinhessenMendoza ● Porto ● San Francisco │ Napa Valley ● Valparaiso │ Casablanca Valley
WineWine TourismTourism Trends in Bordeaux Trends in Bordeaux comparedcompared to to otherother Great Great WineWine CapitalsCapitals
Presented by Dr. Christophe Faugère -- Kedge Business School
The GWCGN SURVEYThe GWCGN SURVEY
• This is the 3rd installment of survey
Long running goal: Study how performance iscorrelated with investments in tourism, productsand services offered, marketing strategies as wellas external factors (e.g. regional capital) in orderto develop Best Business Practices benchmarksfor the GWCGN wine tourism businessfor the GWCGN wine tourism business.
This presentation highlights trends over past 3 years with a special focus on howactivities such as Connecting, Arts & Table are showcased in GWCs. We contrastBordeaux and the other GWCs.
Stay tuned for the exhaustive analysis of performance to be presented in November2015…
Great Wine Capitals SampleGreat Wine Capitals Sample
Capital 2015
Bordeaux 119
Mainz-Rheinhessen 33
Valparaiso –Casablanca
Valley7
Cape Town 8
Bilbao- Rioja 4
Porto 35
Mendoza 9
San Francisco-Napa 5
Total 220
3
Where will you be in 5 years?Where will you be in 5 years?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Bordeaux 2013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Other GWCs 2013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Bordeaux 2015
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Totally Disagree Disagree Neither Agree Totally Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Alternate source of income
WT Rev larger prop of TR
Onsite WT will reach capacity
WT in Region will increase
Other GWCs 2015
Totally Disagree Disagree Neither Agree Totally Agree
FeaturetteFeaturette
WT WT ActivitiesActivities OfferedOffered 2013 vs.20152013 vs.2015
40%
50%
60%
70%Gastronomy Spa therapy Lodging Entertainment Arts exhibits Cross-selling
0%
10%
20%
30%
2013 2015 2013 2015
Bordeaux Other GWCs
FeaturetteFeaturette
Types of Types of InvestmentsInvestments 20122012--20152015
50%
60%
70%
80%
90% Infrastructure Training Improvement Events
0%
10%
20%
30%
40%
2012 2013 2015 2012 2013 2015
Bordeaux Other GWCs
Top 3 Sources of Profits 2013 vs. 2015Top 3 Sources of Profits 2013 vs. 2015
30%
40%
50%
60%
70%
0%
10%
20%
2013 2015 2013 2015Bordeaux Other GWCs
FeaturetteFeaturette
EvolutionEvolution of of DemographicsDemographics
30%
35%
40%
45%
50%
Women Less than 35 Foreigners
0%
5%
10%
15%
20%
25%
Bordeaux Other GWCs
Online Tools 2013 vs.2015Online Tools 2013 vs.2015
0%10%20%30%40%50%60%70%80%90%
100%
Bordeaux Other GWCs
FeaturetteFeaturette
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Most Most ImpactfulImpactful FactorsFactors: Bordeaux: Bordeaux
0%
10%
Totally Negative Negative Neutral Positive Totally Positive
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Most Most ImpactfulImpactful FactorsFactors: : OtherOther GWCsGWCs
0%
10%
Totally Negative Negative Neutral Positive Totally Positive
FeaturetteFeaturette
Other GWCs…. Other GWCs…. “A Wine of Life”“A Wine of Life”
Use cooperation approach with other businesses and wineries.
Emphasize holistic experience
Stay in relationship with clients using digital tools
The Future? Relational marketing methods. Highlighting and enhancing authentic experiencein the business practices.
Bordeaux… Bordeaux… “A Wine of “A Wine of Art”Art”
Emphasize sophisticated wine experience
Combine wine and arts
Beginning to focus on connecting as a key factor
The Future? Holistic experiences (food, lodging, wellness) turned towards younger, hipster and female business clientele
TO BE CONTINUED …TO BE CONTINUED …
DiscoverDiscover the full report the full report of the of the surveysurvey in in NovemberNovember
duringduring thethe
http://agmbilbaorioja2015.com
ANNUAL GENERAL MEETING | BILBAO – RIOJA8 - 12 November 2015
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